WELLNESS SAAS
CASE STUDY DIGITAL EXPERIENCE / PRODUCT / UX DESIGN
A wellness studio featured in NY Times, Vogue, and The Cut set out to build an all-in-one digital platform that would solve instructor and customer pain points of online wellness classes. I was brought on as Director of Digital to lead strategy, UX design, and experience for the MVP launch.
OVERVIEW
THE CHALLENGE
The studio needed to validate demand for a digital platform while ensuring a seamless customer journey from discovery to booking. Early testing uncovered friction in booking/checkout flow leading to drop-off.
APPROACH
We adapted the Design Council’s Double Diamond framework and layered in continuous A/B testing to move quickly from research to validation.
Our design lens across all flows: How do we ensure a seamless path from class discovery → booking → payment?
SERVICES
Digital Strategy & Marketing
Product & UX Design
Experimentation & MVP Development
ROLE
Director of Digital - Strategy, UX & Experience Design
